You’re probably familiar with the traditional open house, where your real estate agent hosts an open house at your property for a few hours on the weekend, allowing prospective buyers and passersby to see the place in person. But there’s a different kind of open house, and it can be a valuable tool for selling your home: The Broker’s Open House.
A broker's open house is an event designed specifically forreal estate professionals. Instead of inviting the general public to view a property, a broker's open house is only open to licensed agents and brokers in the area. The purpose of a broker's open house is to allow other agents to preview a property before it is listed on the market or to get feedback from their colleagues on how to improve the property’s appeal.
Rather than the typical weekend hours, a Broker’s Open House is usually held during weekdays, since there’s no need to plan for buyers’ usual weekend house hunting tours, and weekdays often work better for agents’ schedules.
Here are some of the benefits of hosting a broker's open house and how it can be an effective alternative to a traditional open house.
More targeted marketing
A broker's open house allows real estate agents to target a specific audience: other agents and brokers who work in the area. This way, the listing agent can ensure that they are reaching the right people who are most likely to have clients who may be interested in the property.
More focused feedback
A broker's open house can result in more focused feedback on the property. Real estate professionals who attend a broker's open house are experienced in the industry and can provide valuable insights on how to improve the property's appeal. They may notice things that a potential buyer might not, such as the need for better staging or additional repairs and touch-ups, which can help increase the property’s value and make it more attractive to buyers.
Hosting a broker's open house can also help your agent gain more exposure for your house. Realtors® often network with their colleagues and share information about upcoming listings with their clients, thereby widening the potential audience reach.
Reduced security risks
Hosting an open house for the general public can come with some security risks. A Broker’s Open House cuts down on the window shoppers who might not actually be in the market, so you’ll have fewer strangers wandering through your home—everyone who steps foot inside will likely be in the real estate business, so it’s a more professional setting.
However, it is important to note that a broker's open house should not be seen as a replacement for traditional open houses. Rather, it should be viewed as a complementary strategy that can be used in conjunction with other marketing efforts.
Furthermore, it is crucial to properly plan and execute a broker's open house to ensure its success. Here are some tips for Realtors® for hosting a successful broker's open house:
Choose the right time and day
The timing of a broker's open house is crucial. You want to choose a time and day when agents are most likely to attend, such as during the middle of the week, usually after the morning rush hour. Additionally, you want to avoid scheduling the broker's open house during a major holiday or a big local event that may detract attendance.
Provide food and refreshments
Providing food and refreshments is a great way to attract agents to your broker's open house. It also gives you an opportunity to network with other agents and discuss the property. Make sure to provide a variety of options, including vegetarian and gluten-free.
Prepare marketing materials
Be sure to prepare marketing materials that showcase the property, such as brochures, flyers, and virtual tours. This will help agents remember the property and share it with their clients. Additionally, make sure to have your contact information readily available so that agents can easily reach out to you if they have any questions or are interested in making an offer.
Follow up with attendees
Following up with agents who attend your broker's open house is a crucial step in building relationships within the industry. Send a thank-you email or text message to agents who attend, and make sure to include a recap of the property's features and any updates on the listing. This will help keep the property top of mind for agents and potentially lead to future collaborations.